Agency finds similarities between its 2016 Gumtree ad and John Lewis' Christmas campaign.

Fold7 has teased John Lewis and its agency Adam & Eve/DDB after claiming similarities between their Christmas ad starring Elton John and a spot it made for Gumtree two years ago.

Gumtree's 2016 "Opportunity starts on Gumtree" ad shows a man looking at a piano on the brand's app while revealing how the purchase could lead his daughter to a musical career.

The agency claims it is similar to the John Lewis spot, the 10th Christmas offering created by Adam & Eve/DDB, in which viewers watch Elton John’s life backwards until the moment he received the piano that changed his life.

To highlight the resemblance, Fold7 has created a mash-up of the two films:

Gumtree even tweeted about the similarities just a day after the John Lewis spot was launched.